DragonFire store-in-store retail center is a fully-loaded UTV

Publish Date: 
May 10, 2012

Read more about DragonFire's efforts in the UTV market
DragonFire burns into dealer showrooms with expanded UTV focus

DragonFire has teamed up with dealership group RideNow to roll out a new retail program that uses a UTV fully outfitted with DFR products as a stand-alone retail center for a dealer's salesfloor.

The store-within-a-store program is designed to work as a silent salesman for DragonFire's extensive lineup of parts and accessories. "This consists not only of a stand-alone product display, but a completely accessorized demo vehicle as well," says Chris Moore, DragonFire's marketing and media go-to guy. "The goal is to give the customer a firsthand experience of what the final product will look like."

The company decided to partner with the RideNow line of dealerships given it is based near DragonFire's headquarters in Mesa, Ariz. RideNow Chandler and RideNow Peoria currently have these displays up and running, with more on the way. "RideNow loves the UTV market as much as we do, and they were excited about the idea of having a UTV aftermarket-specific product display in their stores," Moore adds.

DragonFire notes that within days of the installation of the retail displays, the RideNow group decided to install the setup at two more dealerships. "We have enjoyed working with DragonFire to put together a customer-friendly Store-In-Store," says RideNow COO Bill Nash. "The display not only allows the customer to visually see the DragonFire parts and accessories, but it goes further by actually having a Polaris RZR XP900 fully outfitted with the cool DragonFire components."

  Could this program work for other dealers? "This venture has helped us build on our business across the board by attracting customers to our stores," says Nash. "Based on this success, we plan on expanding the Store-in-Store Concept to some of our other dealerships, in conjunction with our friends at DragonFire."


DragonFire press release posted by Dennis Johnson

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